It is estimated that nearly around three quarters of the entire global users will have access to the internet exclusively via mobile by the year 2025. Also an average smartphone user already spends more than three hours per day by using mobile internet.
Brands and Agencies have also started to understand the effect of mobile opportunity and are investing heavily with mobile ad reach by almost $138 billion worldwide last year.
So here we have listed some tips on how you can efficiently utilize the rising Mobile Opportunity:
- 1. IMMERSING USERS IN THE BRAND EXPERIENCE
Touch screen functionality has made mobile devices the perfect vehicle for interactive messaging that basically immerses the user in the brand story and also allows them to influence their own experience. Brands and agencies can start to adopt interactive ad formats which are specifically designed for mobile, that incorporates features from slideshows and videos to 360-degree product views and store locators.
- SPINNING A SEQUENTIAL BRAND STORY
Six-Second mobile video ads are said to be more effective than a 30-second recycled TV commercial when it comes to driving results at all levels of the funnel. By using shorter and high impact mobile moments brands can supplement and reinforce more in-depth messaging delivered via desktop,TV, and even out-of-home.
- RESPONDING TO INDIVIDUAL CONTEXT AND NEEDS
It is seen that consumers tend to be more receptive to mobile advertising when they are at home watching TV or in bed before they go to sleep. Advertisers can use technologies like dynamic creative optimisation to combine different elements like background images, product images, calls to action, videos and special offers in order to produce almost endless creative iterations.
- OPTIMISING ADS FOR MOBILE DEVICES
Various innovative mobile optimised ad units are available which brands and agencies can use in order to make their messaging creative more effective. Mobile users tend to get frustrated with ads that create a blockage to content, or when it takes over the entire screen without being activated. Therefore, advertisers should look for less intrusive formats.